On the strength of 243 million TV ad impressions, a promo for Food Network’s Wedding Cake Championship tops our chart. It’s worth noting, though, that Fox and Fox Sports 1 have been running separate promos for various FIFA World Cup matches — see, for example, the second and third place entries in our ranking — and if they were all added up, the World Cup overall would definitively win our competition.
Meanwhile, a promo for OWN’s new drama Love Is takes fourth place. And closing out our chart at number five: a multi-series promo for HGTV that has the highest iSpot Attention Index (157) in our ranking, getting 57% fewer interruptions than the average promo (interruptions include changing the channel, pulling up the guide, fast-forwarding or turning off the TV). Daily Brief by PromaxBDA has partnered with Broadcasting & Cable and attention and conversion analytics company iSpot.tv on weekly chart Promo Mojo, offering data revealing the week’s top-five TV promos ranked by TV ad impressions. These are the shows networks have been promoting most heavily to drive tune-in. This week’s data covers the seven-day period through June 17.
1) Wedding Cake Championship, Food Network
Attention Score: 96.00
Attention Index: 149 (49% fewer interruptions than avg.)
Imp. Types: National 98%, Local 1%, VOD/OTT 1%
In-network Value: $345,217
Out-of-network Est. Spend: $782,952
2) FIFA World Cup Portugal vs. Morocco, Iran vs. Spain, FS1 and Fox
Attention Score: 89.28
Attention Index: 74 (26% more interruptions than avg.)
Imp. Types: National 85%, Local 14%, VOD/OTT 1%
In-network Value: $2,332,859
Out-of-network Est. Spend: $1,380,912
3) FIFA World Cup Tunisia vs. England, FS1
Attention Score: 89.12
Attention Index: 73 (27% more interruptions than avg.)
Imp. Types: National 92%, Local 7%, VOD/OTT 1%
In-network Value: $2,804,408
Out-of-network Est. Spend: $1,013,851
4) Love Is, OWN
Attention Score: 87.46
Attention Index: 63 (37% more interruptions than avg.)
Imp. Types: National 90%, Local 9%, VOD/OTT 1%
In-network Value: $613,486
Out-of-network Est. Spend: $421,792
5) HGTV multi-series promo
Attention Score: 96.61
Attention Index: 157 (57% fewer interruptions than avg.)
Imp. Types: National 91%, Local 8%, VOD/OTT 1%
In-network Value: $1,057,494
Out-of-network Est. Spend: $178,793
Data provided by iSpot.tv, Attention and Conversion Analytics for TV Ads
Impressions - The total impressions within all US households including National Linear (Live & Time-shifted), VOD+OTT, and Local.
Attention Score - Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.
Attention Index - Represents the Attention of a specific creative or program placement vs the average. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.
Imp. Types - Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details.
In-network Value - Estimated media value of in-network promos.
Out-of-network Spend - The estimated amount spent on TV airing time for this promo’s spots during a given date range.
National: Live - A national promo which was viewed during live linear television broadcast or same day, via DVR or on-demand.
Local - A promo that was aired during a local ad break slot.
VOD - This includes promos that run in on-demand content past three days (i.e. do not contain the linear promo load)
OTT - On-demand streaming content (i.e. Hulu, Roku, Fire TV Stick, Chromecast).